Cross linking refers to the process of linking between two sites. Whether or not they are owned by the same person. It allows users to reference sites with content similar to that which they are already viewing, and may be of further interest to them.
Link building refers to the process of getting external pages to link to a page on your website. It is one of the many tactics used in search engine optimization (SEO). (it's a off page seo practive to rank your website pages at the world wide web and most probably in Google.
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